John Roberts holds a joint appointment as Scientia Professor at the University of New South Wales in Sydney and Professor of Marketing at the London Business School. He completed his Ph.D. and M.Sc. at the Massachusetts Institute of Technology after a Master of Commerce and honours Arts degree at the University of Melbourne. John has won the American Marketing Association's John Howard Award for the top Doctorate in the U.S., its William O’Dell Award for the most influential piece of research published in the Journal of Marketing Research published five years previously, and its Advanced Research Techniques Forum Best Paper Award. He has been a finalist in the Society for Marketing Science John D Little Award for the top marketing science paper three times and was Runner-Up in its inaugural Best Marketing Practice Award. John sits on the Editorial Boards of the Journal of Marketing Research, the Journal of Forecasting, Marketing Science, the International Journal of Research in Marketing, Quantitative Abstracts in Marketing and the Review of Marketing Science. He is winner of the Australian and New Zealand Academy of Marketing Distinguished Researcher and Distinguished Educator Awards, as well as winning its Best Paper Award three times. His research interests include marketing strategy, branding and new products, and marketing performance measurement. John has thirteen years senior management experience as a market research manager, marketing operations manager, and marketing director. He has extensive consulting experience and the company that he founded, Marketing Insights Pty Ltd, became a regional leader in marketing strategy advice. It is now a part of ACNielsen. John has consulted for many major companies including IBM, Unilever, Buick Motors, BMW, MobiCom, and QANTAS. He has undertaken the internal brand analysis for Accenture for the past ten years on a worldwide basis.